Exhibit 1

Market Share (2005)

Exhibit 2
Market Share (2006)

Brand\Zone
Stickjaw
CudChew
StickEmUp
Others

Brand\Zone
Stickjaw
CudChew
StickEmUp
Others

All India
38.14%
34.87%
24.44%
2.55%

All India
32.67%
37.73%
26.12%
3.48%

Exhibit 3
Sample Size
10500
Transactions at Retail Outlets (2005)
Transaction >

Brand
Stickjaw
CudChew
StickEmUp
Others

Consumer
asks for a
brand and
takes it

2,177
640
0
11

Consumer
Consumer
Consumer
takes brand
asks for a specifies a price
given by
brand which
and takes a
shopkeeper is out of stock brand within
& does not buy the price limit

749
2,709
2,233
70

850
9
5
0

229
305
327
186

Exhibit 4
Sample Size
13500
Transactions at Retail Outlets (2006)
Transaction >

Brand
Stickjaw
CudChew
StickEmUp
Others

Consumer
asks for a
brand and
takes it

2,802
420
0
8

Consumer
Consumer
Consumer
takes brand
asks for a specifies a price
given by
brand which
and takes a
shopkeeper is out of stock brand within
& does not buy the price limit

712
4,216
3,066
108

590
27
19
0

305
432
440
355

Sample Size
10500
Transactions at Retail Outlets (2005)
Transaction >Loyal Customers
Brand
Stickjaw
3,027
CudChew
649
StickEmUp
5
Others
11
Total
3,692

Transactions at Retail Out

Not LoyalPrice Conscious

749
2,709
2,233
70
5,761

229
305
327
186
1,047

Sample Size
13500
Transactions at Retail Outlets (2006)
Transaction >Loyal Customers
Brand
Stickjaw
3,392
CudChew
447
StickEmUp
19
Others
8
Total
3,866

Loyal Custome

Brand
Stickjaw
CudChew
StickEmUp
Others

Transactions at Retail Out

Not LoyalPrice Conscious

712
4,216
3,066
108
8,102

305
432
440
355
1,532

Loyal Custome

Brand
Stickjaw
CudChew
StickEmUp
Others

If we lose market share,

1. We are losing to competition
2. The product is becoming a commodity
3. Both of the above
If the 'Loyal customers' didnt shrunk, then
2005
3027
3239
2006
3392
2638
Base
13500
10500

Thus, loyalty of customers has increased for Stick Jaw. It is not losing competition. Chewing gum is

ansactions at Retail Outlets (2005)

Loyal Customers
35.16%

81.99%
17.58%
0.14%
0.30%

Not LoyalPrice Conscious

54.87%
9.97%

13.00%
47.02%
38.76%
1.22%

21.87%
29.13%
31.23%
17.77%

ansactions at Retail Outlets (2006)

Loyal Customers
28.64%

87.74%
11.56%
0.49%
0.21%

Not LoyalPrice Conscious

60.01%
11.35%

8.79%
52.04%
37.84%
1.33%

19.91%
28.20%
28.72%
23.17%

tion. Chewing gum is becoming a commodity.